Unless you were living under a rock last weekend you know that it was Super Bowl weekend. The Philadelphia Eagles defeated the New England Patriots in a very exciting game. Super Bowl weekend is one of the most celebrated weekends of the year in the United States, with family and friends gathering all over the country to watch the big game.

Super Bowl weekend is as American as apple pie. Another thing that is becoming as American as apple pie according to new data from last weekend is legal cannabis. Legal cannabis sales surged on Super Bowl weekend, with NFL fans stocking up before attending various gatherings. Per Green Market Report:

The Super Bowl turned into a bonus day of sales for cannabis dispensaries. According to data from software company Flowhub, retailers saw a 32% increase in cannabis sales for the 2018 Super Bowl weekend versus last year’s Super Bowl weekend.

Compared to typical weekend sales, Super Bowl weekend sales jumped 7% and transactions climbed by 12%. Flowhub said that transaction sizes were getting smaller, but the volume of people buying marijuana for the celebration had increased.

“The rise in sales over Super Bowl weekend shows that Americans are continuing to incorporate cannabis into these national celebrations just as they would beer or even guacamole,” said Flowhub CEO Kyle Sherman. “Marijuana is becoming part of the fabric of American society and our national pastimes. I think we will continue to see this trend grow as legalization continues to spread.”

This year’s jump in sales builds on a similar trend from last year. During last year’s Super Bowl weekend legal cannabis sales experienced a 40% jump compared to the same weekend the year prior. The recent statistical report demonstrates that the relationship between cannabis and sports is strong, and getting stronger with every passing year.

For the purpose of cannabis reform in the NFL specifically, this data is important because it highlights how popular cannabis consumption is among NFL fans. That popularity in consumption translates to support for cannabis reform in the NFL among the NFL’s fanbase as proven by several polls which have found that fans support allowing NFL players to consume cannabis. Polling also shows that players themselves, as well as members of sports media, also support cannabis reform.

It’s beyond time that the NFL and the leadership of other professional sports leagues recognize that prohibition has failed and to respect the overwhelming level of support for reform. Cannabis has been proven to be 114 times safer than alcohol, and safer than a lot of other substances that the NFL and other leagues embrace. The NFL and other leagues need to free the plant.